In the world of business, being visible is crucial for expanding your enterprise. Amplifying a business profile hinges on a well-crafted communications strategy. It’s not only about the message you convey but also the manner and platforms through which it’s communicated. 

In today’s fast-paced digital age, connecting with stakeholders in person remains crucial. Exhibitions stand out as one of the most effective ways to connect with stakeholders. They offer a unique platform for direct client interaction, fostering relationships, and showcasing innovations. But the true impact of exhibitions extends far beyond the event itself—it’s about the strategic approach to communication before, during, and after the exhibition that truly maximises its potential, especially in gaining media coverage and being able to close the loop by connecting the physical exhibition onto digital platforms.

Take, for example, the participation of one of our clients, Solana Energy, in the Proudly SA Buy Local Summit and Expo. Beyond the impressive displays and engaging interactions at the exhibition, Solana Energy recognised the value of leveraging the event to secure media coverage. As a result, they were featured on eNCA  and Newzroom Afrika, gaining valuable exposure and credibility in the market.

Ahmed Motara, Business Development Lead at Solana Energy with Theo Mashele, eNCA reporter, at the Proudly SA Buy Local Summit and Expo.

So, how can businesses effectively leverage exhibitions for media coverage? Let’s dive into the key strategies:

Pre-Exhibition Preparation: Building Anticipation

Before the exhibition even begins, the groundwork for media coverage should be laid. This involves crafting compelling press releases, reaching out to relevant journalists and media outlets, and making use of social media channels to build anticipation. By generating buzz and excitement prior to the event, businesses can increase their chances of attracting media attention.

During the Exhibition: Engage and Educate

Once the exhibition has begun, it’s essential to make the most of every opportunity for media coverage. This means being proactive in engaging with journalists, offering exclusive interviews or demonstrations, and ensuring that key messages are communicated effectively. Exhibitions provide a prime opportunity to showcase products, share insights, and demonstrate thought leadership—all of which are attractive to the media.

Post-Exhibition: Follow-Up to Maintain Momentum

The end of the exhibition doesn’t mark the end of media coverage opportunities. In fact, it’s just the beginning. After the event, businesses should follow up with journalists, provide additional information or resources, and offer opportunities for further engagement. By keeping the momentum going post-exhibition, businesses can prolong the lifespan of their media coverage and capitalise on the exposure gained.

The Power of Direct Client Interaction

One of the most notable advantages of exhibitions is that they enable direct consumer interaction. Unlike other forms of communication, exhibitions offer a face-to-face opportunity to connect with clients, understand their needs, and build lasting relationships. This personal touch not only enhances the customer experience but also provides invaluable insights that can inform future communication strategies.

Maintaining and Developing Relationships

Ultimately, the success of any communication strategy, whether at an exhibition or elsewhere, hinges on the ability to maintain and develop relationships. Exhibitions provide a fertile ground for nurturing existing relationships and forging new ones. By prioritising client engagement and fostering meaningful connections, businesses can lay the foundation for long-term success.

Exhibitions are not just about showcasing products or services—they are a strategic approach to communication that can yield significant media coverage and business success. By adopting a proactive approach to communication before, during, and after the event, businesses can maximise their exposure and leverage exhibitions as a powerful tool for growth. So, the next time you’re planning to exhibit, remember the importance of communication and the role it plays in achieving your business objectives.


As strategic communicators at Deusatio Investor Communications, we understand the importance of leveraging exhibitions for media coverage. Our expertise lies in crafting compelling narratives, engaging with journalists, and maximising exposure for our clients. Get in touch with us today to see how we can help elevate your brand through strategic communication strategies.